Marketing classics : a selection of influential articles /
Marketing classics : a selection of influential articles /
[compiled by] Ben M. Enis, Keith K. Cox.
- 5th ed.
- Boston : Allyn and Bacon, c1985.
- xvii, 459 p. : ill. ; 24 cm.
CW011, CW012, CW100, CW101 CW906 CW916
Includes bibliographies and index.
Marketing myopia / Theodore Levitt -- The analytical framework for marketing / Wroe Alderson -- Marketing and economic development / Peter F. Drucker -- The marketing revolution / Robert J. Keith -- Broadening the concept of marketing / Philip Kotler & Sidney J. Levy -- A genetic concept of marketing / Philip Kotler -- Marketing as exchange / Richard P. Bagozzi -- The nature and scope of marketing / Shelby D. Hunt -- Rational behavior and economic behavior / George Katona -- A theory of buyer behavior / John A. Howard & Jagdish N. Sheth -- A general model for understanding organizational buying behavior / Frederick E. Webster & Yoram Wind -- Situational variables and consumer behavior / Russell W. Belk -- Consumer socialization / Scott Ward -- New product adoption and diffusion / Everett M. Rogers -- Projective techniques in marketing research / Mason Haire -- Psychographics : a critical review / William D. Wells -- Top management's concern about marketing : issues for the 1980's / Frederick E. Webster -- Managing our way to economic decline / Robert H. Hayes & William J. Abernathy -- Strategic windows / Derek F. Abell -- Toward strategic intelligence systems / David B. Montgomery & Charles B. Weinberg -- The marketing audit comes of age / Philip Kotler, William Gregor & William Rogers -- Product differentiation and market segmentation as alternative marketing strategies / Wendell R. Smith -- Benefit segmentation : a decision-oriented research tool / Russell I. Haley -- Positioning cuts through chaos in the marketplace / Jack Trout & Al Ries -- Market share--a key to profitability / Robert D. Buzzell, Bradley T. Gale & Ralph G.M. Sultan -- A strategic perspective on product planning / George S. Day -- The concept of the marketing mix / Neil H. Borden -- The product life cycle : a key to strategic marketing planning / John E. Smallwood -- Breaking free from product marketing / G. Lynn Shostack -- The wheel of retailing / Stanley C. Hollander -- Retail strategy and the classification of consumer goods / Louis P. Bucklin -- Distribution channels as political economies : a framework for comparative analysis / Louis W. Stern & Torger Reve -- Risk-aversive pricing policies : problems and alternatives / Joseph P. Guiltinan -- A model for predictive measurements of advertising effectiveness / Robert J. Lavidge & Gary A. Steiner -- Advertising research at Anheuser-Busch, Inc. / Russell L. Ackoff & James R. Emshoff -- Motivation and performance in industrial selling : present knowledge and needed research / Orville C. Walker, Gilbert A. Churchill & Neil M. Ford.
0205083412 (pbk.) 0205111890 (pbk) : 9780205083411
84018417
Marketing.
Marketing
658.8
CW011, CW012, CW100, CW101 CW906 CW916
Includes bibliographies and index.
Marketing myopia / Theodore Levitt -- The analytical framework for marketing / Wroe Alderson -- Marketing and economic development / Peter F. Drucker -- The marketing revolution / Robert J. Keith -- Broadening the concept of marketing / Philip Kotler & Sidney J. Levy -- A genetic concept of marketing / Philip Kotler -- Marketing as exchange / Richard P. Bagozzi -- The nature and scope of marketing / Shelby D. Hunt -- Rational behavior and economic behavior / George Katona -- A theory of buyer behavior / John A. Howard & Jagdish N. Sheth -- A general model for understanding organizational buying behavior / Frederick E. Webster & Yoram Wind -- Situational variables and consumer behavior / Russell W. Belk -- Consumer socialization / Scott Ward -- New product adoption and diffusion / Everett M. Rogers -- Projective techniques in marketing research / Mason Haire -- Psychographics : a critical review / William D. Wells -- Top management's concern about marketing : issues for the 1980's / Frederick E. Webster -- Managing our way to economic decline / Robert H. Hayes & William J. Abernathy -- Strategic windows / Derek F. Abell -- Toward strategic intelligence systems / David B. Montgomery & Charles B. Weinberg -- The marketing audit comes of age / Philip Kotler, William Gregor & William Rogers -- Product differentiation and market segmentation as alternative marketing strategies / Wendell R. Smith -- Benefit segmentation : a decision-oriented research tool / Russell I. Haley -- Positioning cuts through chaos in the marketplace / Jack Trout & Al Ries -- Market share--a key to profitability / Robert D. Buzzell, Bradley T. Gale & Ralph G.M. Sultan -- A strategic perspective on product planning / George S. Day -- The concept of the marketing mix / Neil H. Borden -- The product life cycle : a key to strategic marketing planning / John E. Smallwood -- Breaking free from product marketing / G. Lynn Shostack -- The wheel of retailing / Stanley C. Hollander -- Retail strategy and the classification of consumer goods / Louis P. Bucklin -- Distribution channels as political economies : a framework for comparative analysis / Louis W. Stern & Torger Reve -- Risk-aversive pricing policies : problems and alternatives / Joseph P. Guiltinan -- A model for predictive measurements of advertising effectiveness / Robert J. Lavidge & Gary A. Steiner -- Advertising research at Anheuser-Busch, Inc. / Russell L. Ackoff & James R. Emshoff -- Motivation and performance in industrial selling : present knowledge and needed research / Orville C. Walker, Gilbert A. Churchill & Neil M. Ford.
0205083412 (pbk.) 0205111890 (pbk) : 9780205083411
84018417
Marketing.
Marketing
658.8